Making sure donors have a strong connection with your organization’s mission is key to nonprofit marketing, according to several Windy City pros.
Representatives of several nonprofits shared what is working and what isn’t at a session Thursday during the Chicago Association of Direct Marketing’s DM Days.
The Chicago Symphony Orchestra recently cut its direct mail volume in half, digging deeper into its database to make sure those receiving the mailings were the ones who would have the most interest. The move cut costs in half and doubled acquisition rates, said Cindy Goeing, marketing manager.
The symphony also moved away from using trade names for full brochure mailings, opting to rather hit them with a simpler prospecting package first. “Don’t use names just because they’re free,” cautioned Goeing.
For the American Lung Association of Metropolitan Chicago, making sure prospects are moved by the nonprofit’s mission has been a vital to successful event planning, said Kevin B. Tynan, deputy executive director/marketing.
For example, the association used to run fundraising dinners where local celebrities such as Bulls players would serve the meal. The events were profitable, but never resulted in continued giving because there was no affinity between the dinner and the lung association’s message.
A recent event, “Hussle Up the Hancock,” worked better in that respect. Participants walked up the 90-plus floors of the tower for the fundraiser, which had a great synergy with the mission of the Lung Association. After all, noted Tynan, one needs very good lungs to hike that far.
Radio has worked well for the Bible League, said Karen J. Layland, vice president of marketing. The organization often invites the hosts of shows they advertise on to accompany the group on missions, like a recent trip to Kenya. “We have to take them someplace safe or we’d have a PR nightmare,” she joked.
The first gift from new donors generated by radio is generally higher than direct mail first gifts, said Layland. But, those donors are tougher when it comes to soliciting the second gift.
“Moving them to a continual giving stream is a little more difficult,” she said.
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